The agencies will begin work today on a campaign to reintroduce consumers to Branston, which has not had a major advertising push for several years. The work will launch in the run-up to Christmas.

Mcgarrybowen and UM will also work on campaigns for Haywards pickles and Sarson's vinegar, which Mizkan also acquired from Premier Foods in 2012.

Paul Shanahan, the managing director of Nakano UK, said: "We’re looking forward to working with both agencies as part of our family and are raring to go with ideas."

The Branston packaging will remain unchanged and the campaign could use the well-known "Bring on the Branston" slogan.

Toby Sachs, the managing director of Mcgarrybowen said: "We are very excited to have the chance to work on a truly iconic British brand. The chemistry between our teams felt terrific and we can't wait to get started on Monday."